Method and apparatus for displaying branded video tags

ABSTRACT

A method and apparatus for displaying branded video tags. An advertiser provides additional content associated with broadcast advertising content to a service provider that downloads the additional content to a digital video recorder (DVR). The service provider inserts command tags into the content that are intercepted by the DVR and interpreted as commands that instruct the DVR to perform specific actions when the DVR receives the stream from a broadcaster. The DVR intercepts and translates any tags inserted into the content stream while the DVR is playing the content stream. Tags can cause the DVR to display a branded video tag to the user which is a displayed icon that requests an interaction by the user and has an advertiser&#39;s logo(s) displayed in its vicinity.

CROSS-REFERENCE TO RELATED APPLICATIONS; PRIORITY CLAIM

This application is a continuation of U.S. patent application Ser. No.13/093,689, filed Apr. 25, 2011, which is a continuation of U.S. patentapplication Ser. No. 11/284,457, filed Nov. 21, 2005, now U.S. Pat. No.7,934,170, issued Apr. 26, 2011, which claims the benefit of U.S.Provisional 60/630,398, filed Nov. 19, 2004, the entire content of whichare hereby incorporated by reference in their entireties. ThisContinuation Application is related to U.S. application Ser. No.11/182,135, filed Jul. 14, 2005; to U.S. application Ser. No. 11/182,876filed Jul. 14, 2005; and to U.S. application Ser. No. 09/665,921, filedSep. 20, 2000, the entire content of which are hereby incorporated byreference in their entireties.

FIELD OF THE INVENTION

The present invention relates to displaying interactive branded iconsover a display of a television broadcast program.

BACKGROUND

The approaches described in this section could be pursued, but are notnecessarily approaches that have been previously conceived or pursued.Therefore, unless otherwise indicated herein, the approaches describedin this section are not prior art to the claims in this application andare not admitted to be prior art by inclusion in this section.

The introduction of the digital video recorder (DVR) to the consumerworld has revolutionized the way viewers watch and record televisionprograms. DVRs eliminate the complications of VCRs and the need forvideo tapes. DVRs record television programs on a hard drive that iscapable of storing a large number of television programs.

Viewers can easily record television programs without having to worryabout what time the television show that they are interested in starts.Some DVRs are intelligent enough to know if a television show that isscheduled to be recorded will start late or begin early. Ease of use isthe reason why DVRs have exploded in popularity. There are millions ofDVRs across the country in viewers' living rooms.

A few manufacturers' DVRs are capable of informing the viewer if theviewer's request to record a television program conflicts with otherscheduled recordings. The viewer also has the ability to manage therecorded television programs stored on the DVR's hard drive. The viewercan delete unwanted recordings or let the DVR automatically delete oldrecordings when the DVR's hard drive gets full.

Some service providers can remotely communicate with DVRs and downloadinformation and content to the DVRs. Given this level of control overthe service provider's DVRs could allow the service provider to offerbroadcasters and advertisers a new way to reach television viewers.However, very few DVRs are sophisticated enough to function beyondrecording television programs.

BRIEF DESCRIPTION OF THE DRAWINGS

The present invention is illustrated by way of example, and not by wayof limitation, in the figures of the accompanying drawings and in whichlike reference numerals refer to similar elements and in which:

FIG. 1A is a block diagram illustrating a system for providing brandedvideo tags according to an embodiment of the invention;

FIG. 1B is a block diagram illustrating a general overview of thecomponents of a Digital Video Recorder (DVR) according to an embodimentof the invention;

FIG. 2 illustrates a remote control used to communicate user commandsaccording to an embodiment of the invention;

FIG. 3 is a block diagram illustrating examples of menu options that auser is offered when responding to a displayed icon according to anembodiment of the invention;

FIG. 4 is a block diagram illustrating a screen for providing brandedvideo tags according to an embodiment of the invention;

FIG. 5 is a block diagram illustrating a screen for providing brandedvideo tags and a sub-level display screen according to an embodiment ofthe invention;

FIG. 6 is a block diagram illustrating a screen for providing brandedvideo tags and a screen for providing a user-interface for an extendedadvertisement according to one embodiment of the invention; and

FIG. 7 is a block diagram of a system on which embodiments of theinvention may be implemented.

DETAILED DESCRIPTION

In the following description, for the purposes of explanation, numerousspecific details are set forth in order to provide a thoroughunderstanding of the present invention. It will be apparent, however,that the present invention may be practiced without these specificdetails. In other instances, well-known structures and devices are shownin block diagram form in order to avoid unnecessarily obscuring thepresent invention.

In the following discussion, in references to the drawings like numeralsrefer to like parts throughout the several views

Embodiments are described herein according to the following outline:

1.0 General Overview 2.0 Structural and Functional Description 3.1Delivering Branded Video Tag Data to a DVR 3.2 Displaying Branded VideoTags at a DVR 3.0 Implementation Mechanisms-Hardware Overview 4.0Extensions and Alternatives1.0 General Overview

There is a clear need for a system that allows a service provider tobrand displayed icons to give a user a more informed viewing experience.Additionally, the system would allow the service provider to generateadditional revenue from advertisers for the displaying of their brandingon displayed icons.

In an embodiment of the invention, an advertiser provides additionalcontent associated with broadcast advertising content to a serviceprovider. The service provider associates the brand icons, graphics andlogos with broadcast programming content associated with a broadcaster.The service provider inserts informational tags into the content thatare later intercepted by a digital video recorder (DVR) and interpretedas commands by the DVR that instruct the DVR to perform specificactions. The service provider downloads the advertiser's additionalcontent such as: brand icons, graphics, logos, and advertisements, tothe DVR.

The broadcaster broadcasts the content stream to the DVR which tunesinto the channel that the broadcaster is broadcasting the content streamon. The DVR intercepts and translates any tags inserted into the contentstream while the DVR is playing the content stream. The DVR can alsostore the content stream on its local storage device and play thecontent stream at a later time upon the user's request.

Tags in the content stream can specify that a displayed icon is brandedusing an advertiser's logo. Multiple tags in sequence can be used topass a sequence of instructions to the DVR to perform complex tasks.When the DVR determines that a particular branded video tag should bedisplayed to the user, the DVR causes the branded video tag to bedisplayed on a display screen associated with DVR. A branded video tagis a displayed icon that has an advertiser's logo(s) displayed in itsvicinity. The displayed icon typically requests an interaction by theuser.

The advertiser pays the service provider a fee for downloading theadvertiser's content to a plurality of DVRs.

In other aspects, the invention encompasses a computer apparatus and acomputer-readable medium configured to carry out the foregoing steps.

2.0 Structural and Functional Description

2.1 Delivering Branded Video Tag Data to a DVR

Referring to FIG. 1A, in accordance with one embodiment, a system fordisplaying branded video tags is shown. The system contains DVR 101,which is communicatively coupled to a Network 105 such as the Internet,LAN, or WAN, through any proper communication interface, such as anEthernet or wireless communications port. Further, DVR 101 may initiatea connection to Network 105 by calling a local access telephone numberfor an Internet service provider (ISP). The functionality of a DVR istypified in U.S. Pat. No. 6,233,389 which is owned by the Applicant andis hereby incorporated by reference. Alternatively, DVR 101 may bedirectly connected to the Service Provider 103 by using an internaltelephone modem to dial into a modem bank located at the ServiceProvider 103.

Alternatively, the DVR 101 can be any set-top box that is capable ofreceiving broadcast program content.

In one embodiment, Broadcaster 102 provides broadcast program content toDVR 101 via cable, satellite, terrestrial communication, or othertransmission method. Broadcast program content can include anymultimedia content such as: audio, image, or video content. Advertiser104 provides additional content associated with broadcast advertisingcontent to the Service Provider 103. For instance, Advertiser 104 (orBroadcaster 102) provides brand icons, graphics, logos, andadvertisements (e.g., commercials, videos, images, text, etc.) toService Provider 103. Service Provider 103 associates the brand icons,graphics and logos with broadcast programming content associated withBroadcaster 102.

Service Provider 103 evaluates content intended for broadcast fromBroadcaster 102. The Service Provider 103 inserts informational tagsinto the VBI of the content, for example, prior to the Broadcaster 102broadcasting the content. The tags are later intercepted by the DVR 101and interpreted as commands by the DVR 101 for the DVR 101 to performspecific actions. Such a method for inserting tags into the broadcaststream and DVR interception and interpretation is described in U.S.patent application Ser. Nos. 09/665,921, 11/182,135, and 11/182,876 allowned by the Applicant and all of which are incorporated herein byreference. The Service Provider 103 can also insert tags into thebroadcast stream using any other technique.

The tagged content is sent from the Service Provider 103 to theBroadcaster 102, for example, electronically via Network 105 or viamagnetic tape. The Broadcaster 102 can also insert certain tags itselfinto the content before it broadcasts the content, however any tagsinserted would have to be limited in the affect that the tags will haveon a DVR because the Service Provider 103 does not want unexpected DVRoperations to occur as a result of a broadcaster placing errant tagsinto the content. When the Broadcaster 102 broadcasts the content, theDVR 101 tunes into the channel that the Broadcaster 102 is broadcastingthe content on. The DVR 101 intercepts and translates any tags insertedinto the broadcast content while the DVR 101 is playing the content.

Referring to FIG. 1B, in an embodiment, DVR 101 generally comprises aplurality of components, signified by Signal Converter 154, that arenecessary to digitize an analog television signal and convert it into adigital data stream or accept a digital data stream. DVR 101 receivesbroadcast signals from an antenna, from a cable TV system, satellitereceiver, etc., via Input 152A. Input 152A may comprise a plurality oftuning modules that allow a plurality of signals to be received andrecorded simultaneously.

Recording Module 160 records the incoming data stream by storing thedigital data stream on at least one storage facility, signified byStorage 164 that is designed to retain segments of the digital datastream. A Signal Converter 154 retrieves segments of the data stream,convert the data stream into an analog signal, and then modulate thesignal onto a RF carrier, via Output 152B, through which the signal isdelivered to a standard TV set. Output 152B may alternatively deliver adigital signal to a TV set or video monitor. For example, DVR 101 mayutilize a Digital Visual Interface port (DVI) for sending digitalsignals to a TV via a DVI cable.

DVR 101 also includes a Communication Interface 162, through which theDVR 101 communicates with Network 105 via Ethernet, wireless network,modem, or other communications standard. Further, DVR 101 may beintegrated into a TV system such that the components described above arehoused in a TV set capable of performing the functions of each componentof DVR 101.

In another embodiment, DVR 101 generally comprises a plurality ofcomponents necessary to receive, record, store, transfer and playbackdigital data signals from a plurality of sources, such as a PC, a DVR, aservice provider, or content server. DVR 101 can transfer digital datasignals to another DVR or PC. DVR 101 may encode or decode digitalsignals via Encoder 156A and Decoder 156B into a plurality of formatsfor playback, storage or transfer. DVR 101 can also encrypt or decryptdigital data signals using Encryptor/Decryptor 158 for storage, transferor playback of the digital data signals.

In one embodiment, DVR 101 communicates with Service Provider 103, whichprovides program guide data, graphical resources such as brand icons andpictures, service information, software programs, advertisements, andother forms of data that enable DVR 101 to operate independently of theService Provider 103 to perform autonomous recording functions.Communication between DVR 101 and Service Provider 103 utilizes a securedistribution architecture to transfer data between the DVR 101 and theService Provider 103 such that both the service data and the user'sprivacy are protected.

3.1 Displaying Branded Video Tags on a DVR

According to an embodiment, Service Provider 103 receives Advertiser's102 advertising content such as provides brand icons, graphics, logos,and advertisements (e.g., commercials, videos, images, text, etc.). TheService Provider 103 downloads brand icons, graphics, logos, andadvertisements to the DVR 101. The DVR 101 manages the downloadedadvertiser content on its local storage device. Advertisers pay theService Provider 103 a fee to provide advertising content to users ontheir DVRs via a special menu (e.g., a showcase of advertiser contentthat the user can browse through or a hidden advertiser link that popsup when the user performs a certain action).

DVR 101 creates a reference list for advertiser's content that has beenstored on its local storage device. The DVR 101 refers to this referencelist when it encounters a tag in the broadcast stream that refers to acertain reference number, or ID. The Broadcaster 102 broadcasts itsprogram content in a content stream in the same manner as otherbroadcasters. The DVR 101 tunes into a specific channel to receive aspecific broadcast stream. For example, Broadcaster 102 broadcasts itscontent stream on channel 500 so the DVR 101 tunes to channel 500 toreceive the Broadcaster's content stream. As the DVR processes thecontent stream and displays the content stream to the user, it monitorsthe content stream for any tags in the content stream (e.g., within theVBI). The video tag information may include an indicator of the type ofaction required and possibly a reference to a specific reference numberfor content stored on the DVR 101.

When the DVR 101 encounters a tag or a sequence of tags in the contentstream it displays an icon on the screen that matches the icon specifiedin the tag(s). For example, the tags tell the DVR 101 where on thedisplay screen to place the specified icon, how large the icon is, andhow long the icon is to be displayed. The DVR 101 waits for the userrespond to the icon and the information displayed next to the icon. Thetags can specify how long the icon is to be displayed which also tellsthe DVR 101 the length of time it should wait for input. The userresponds by pressing a button on a remote control such as that depictedin FIG. 2 .

For example, the specified icon combined with the reference number tellsthe DVR 101 what action to take. Two examples are the generation of alead and a sale.

Referring to FIGS. 2 and 3 , the process of generating a lead occurswhen, for example, a car ad is being played. An icon showing a thumbs upimage appears 301 on the screen and the user knows that he can press thethumbs up button 202 on the remote control 201 to enter an interactivemenu.

A menu screen 302 is displayed by the DVR 101 giving the user the choiceto get more information 303 or see a video of the car 304. The user canalways exit by pressing the live TV button 203 or other button thatreturns the user back to his previous screen such as the left arrow. Ifthe user selects get more information 303, then the user's informationis sent to the Advertiser 104 by the DVR 101, thereby generating a lead.

Generating a sale occurs when a product, e.g., a music album ad, isadvertised. An icon 301 that tells the user to press the select buttonappears on the screen. The user presses the select button 204 on theremote control 201 and a menu screen 307 is displayed by the DVR 101.

The menu screen 307 gives the user the choice to buy the product 308 orto exit 309. If the user selects yes 308 to buy the product, then theDVR 101 sends the order to the manufacturer with the user's purchaseinformation 310. The user's personal information can reside in a securedatabase at a service provider's location. The user can also be queriedon the display screen to enter his credit card information or sent anemail that allows him to complete the purchase. If this were a musicalbum ad, the user may also be presented with a selection to view amusic video by the artist.

In an embodiment, the content stream is not broadcast live but ratherrecorded and stored on the DVR's 101 storage device. The DVR 101performs the same actions as it does when a tag is detected in abroadcast content stream.

FIGS. 4-6 illustrate screenshots that a DVR 101 displays during acommercial advertisement. Tags in the content stream can specify that adisplayed icon is branded using an advertiser's logo. Multiple tags insequence can be used to pass a sequence of instructions to the DVR 101to perform complex tasks. When DVR 101 determines that a particularbranded video tag should be displayed to the user, DVR 101 causes thebranded video tag to be displayed on the display screen associated withDVR 101. A branded video tag is a displayed icon that has anadvertiser's logo(s) displayed in its vicinity. The displayed icontypically requests an interaction by the user. This lets the user knowwho the advertiser is and what the source or subject is for the extendedadvertisement that appears as a result of the user's action. TheAdvertiser 102 pays the Service Provider 103 a fee for downloading theAdvertiser's content to a plurality of DVRs where the DVRs place theadvertiser's branding on the displayed branded video tag. Alternatively,the fee that an advertiser pays for having the advertiser'sadvertisements downloaded to DVRs includes the branding of the videotags.

Referring to FIG. 4 , according to one embodiment, a display screen 400is shown. Display screen 400 includes a content portion 402 and abranded video tag 404. Branded video tag 404 includes a user-interfaceportion 404A and a brand portion 404B. In an embodiment, content portion402 displays program content provided by Content Provider 102, which maybe an advertisement, television show, feature-length movie or any otherform of content that may be broadcast or played by DVR 101.

Branded video tag 404 is displayed on the top right part of displayscreen 400. In other embodiments, branded video tag 404 may be displayedin any portion of the screen. For instance, Service Provider 103 candetermine the least obtrusive placement of branded video tag 404 onscreen 400. In this example, brand portion 404B of branded video tag 404contains a graphic representing the brand or sub-brand of ContentProvider 108 (e.g., CBS 405). Alternatively, Brand portion 404B maycontain any number of graphics representing a plurality of brandsassociated with the program content being displayed (e.g., the Survivorshow 406) in content portion 402. In order to determine which graphic oricon to insert into brand portion 404B, DVR 101 uses the tag's graphicsreference number to select the appropriate branded video tag and toselect any appropriate graphic.

The user-interface portion 404A of branded video tag 404 may includeinstructions to a user to act upon. For example, user-interface portion404A displays the request “press THUMBS UP” along with a thumbs up iconto a user. A control device such as remote control 200 associated withDVR 101 contains a button corresponding to “THUMBS UP” 202. When theuser depresses the thumbs up button 202 as requested in user-interfaceportion 404B of branded video tag 404, a command signal is sent to DVR101 indicating that the thumbs up button 202 has been depressed. Theuser-interface portion 404A can alternate phrases telling the user thatif he presses one button, then one action occurs and if he pressesanother button, another action occurs.

DVR 101 receives the command signal from remote control 200 anddetermines the next appropriate action by checking data from additionaltags. In an embodiment, DVR 101 schedules the recording of the programcontent associated with branded video tag 404 in response to the commandsignal.

Referring to FIG. 5 , branded video tag 504 may also display additionalinformation. In an embodiment, branded video tag 504 may include an iconto indicate that additional content is available to the user. Forexample, icon 504C indicates that additional content (or which type ofcontent) relating to the subject in the brand portion 504B is availableif the user depresses the thumbs up button 202 on the remote control200. When DVR 101 receives a command signal indicating that theparticular button has been pressed, DVR 101 causes screen 510 to bedisplayed. Screen 510 is a user-interface screen displaying contentrelated to the subject of the brand portion 504B.

The user interface screen 510 may consist of options relating to theprogram content. Banner 512 may represent the content brand of theAdvertiser 104. Further, Brand Information area 514 may display video,textual, or image information regarding the particular brand, product,or program content associated with branded video tag 504. Alternatively,additional options presented to the user may include a video option 522and a request option 516. If the user selects the video option 522, DVR101 can cause video content associated with the particular brand to bedisplayed to the user. Further options may be displayed by screen 510,including options for viewing photos of the branded product, accessingthe web page of the Advertiser, etc.

When the viewer wishes to obtain additional information, in anembodiment, the user selects request option 516 to request moreinformation. When DVR 101 determines that request option 516 has beenselected, DVR 101 sends a message to the Service Provider 103 indicatingthe same. When Service Provider 103 receives the request, it can processthe transaction by downloading content onto the DVR 101. Alternatively,if Service Provider 103 determines that additional information may besupplied by e-mail, Service Provider 103 obtains the e-mail address ofthe user who initiated the request (possibly by referring to a userdatabase). When Service Provider 103 obtains the e-mail address, it canforward the address to the Advertiser 104. In another embodiment,Service Provider 103 may utilize the user's information to send the userinformation in any appropriate manner.

Referring to FIG. 6 , according to an embodiment, branded video tag 604on content 602 may include video icon 604C indicating that additionalvideo content is available if the user presses the thumbs up button.When the user of depresses the thumbs up button 202, DVR 101 causesscreen 610 to be displayed. Screen 610 contains the Advertiser's 104video content 612 associated with the branded video tag 604. Forexample, the video content 612 may be an advertisement associated with abrand icon presented in brand portion 604B of branded video tag 604.When DVR 101 displays screen 610, DVR 101 may pause or record theprogram content 602 being played on screen 600 for later playback. Thus,a user can view video content 612 without missing any of the originalprogramming content displayed in content portion 602.

Although DVR 101 has been described in the above text, the functionalitydescribed above can be implemented in a PC or portable device (e.g.,cell phone, PDA, media player, etc.)

4.0 Hardware Overview

FIG. 7 is a block diagram that illustrates a computer system 700 uponwhich an embodiment of the invention may be implemented. Computer system700 includes a bus 702 or other communication mechanism forcommunicating information, and a processor 704 coupled with bus 702 forprocessing information. Computer system 700 also includes a main memory706, such as a random access memory (RAM) or other dynamic storagedevice, coupled to bus 702 for storing information and instructions tobe executed by processor 704. Main memory 706 also may be used forstoring temporary variables or other intermediate information duringexecution of instructions to be executed by processor 704. Computersystem 700 further includes a read only memory (ROM) 708 or other staticstorage device coupled to bus 702 for storing static information andinstructions for processor 704. A storage device 710, such as a magneticdisk or optical disk, is provided and coupled to bus 702 for storinginformation and instructions.

Computer system 700 may be coupled via bus 702 to a display 712, such asa cathode ray tube (CRT), for displaying information to a computer user.An input device 714, including alphanumeric and other keys, is coupledto bus 702 for communicating information and command selections toprocessor 704. Another type of user input device is cursor control 716,such as a mouse, a trackball, or cursor direction keys for communicatingdirection information and command selections to processor 704 and forcontrolling cursor movement on display 712. This input device typicallyhas two degrees of freedom in two axes, a first axis (e.g., x) and asecond axis (e.g., y), that allows the device to specify positions in aplane.

The invention is related to the use of computer system 700 forimplementing the techniques described herein. According to oneembodiment of the invention, those techniques are performed by computersystem 700 in response to processor 704 executing one or more sequencesof one or more instructions contained in main memory 706. Suchinstructions may be read into main memory 706 from anothermachine-readable medium, such as storage device 710. Execution of thesequences of instructions contained in main memory 706 causes processor704 to perform the process steps described herein. In alternativeembodiments, hard-wired circuitry may be used in place of or incombination with software instructions to implement the invention. Thus,embodiments of the invention are not limited to any specific combinationof hardware circuitry and software.

The term “machine-readable medium” as used herein refers to any mediumthat participates in providing data that causes a machine to operationin a specific fashion. In an embodiment implemented using computersystem 700, various machine-readable media are involved, for example, inproviding instructions to processor 704 for execution. Such a medium maytake many forms, including but not limited to, non-volatile media,volatile media, and transmission media. Non-volatile media includes, forexample, optical or magnetic disks, such as storage device 710. Volatilemedia includes dynamic memory, such as main memory 706. Transmissionmedia includes coaxial cables, copper wire and fiber optics, includingthe wires that comprise bus 702. Transmission media can also take theform of acoustic or light waves, such as those generated duringradio-wave and infra-red data communications. All such media must betangible to enable the instructions carried by the media to be detectedby a physical mechanism that reads the instructions into a machine.

Common forms of machine-readable media include, for example, a floppydisk, a flexible disk, hard disk, magnetic tape, or any other magneticmedium, a CD-ROM, any other optical medium, punchcards, papertape, anyother physical medium with patterns of holes, a RAM, a PROM, and EPROM,a FLASH-EPROM, any other memory chip or cartridge, a carrier wave asdescribed hereinafter, or any other medium from which a computer canread.

Various forms of machine-readable media may be involved in carrying oneor more sequences of one or more instructions to processor 704 forexecution. For example, the instructions may initially be carried on amagnetic disk of a remote computer. The remote computer can load theinstructions into its dynamic memory and send the instructions over atelephone line using a modem. A modem local to computer system 700 canreceive the data on the telephone line and use an infra-red transmitterto convert the data to an infra-red signal. An infra-red detector canreceive the data carried in the infra-red signal and appropriatecircuitry can place the data on bus 702. Bus 702 carries the data tomain memory 706, from which processor 704 retrieves and executes theinstructions. The instructions received by main memory 706 mayoptionally be stored on storage device 710 either before or afterexecution by processor 704.

Computer system 700 also includes a communication interface 718 coupledto bus 702. Communication interface 718 provides a two-way datacommunication coupling to a network link 720 that is connected to alocal network 722. For example, communication interface 718 may be anintegrated services digital network (ISDN) card or a modem to provide adata communication connection to a corresponding type of telephone line.As another example, communication interface 718 may be a local areanetwork (LAN) card to provide a data communication connection to acompatible LAN. Wireless links may also be implemented. In any suchimplementation, communication interface 718 sends and receiveselectrical, electromagnetic or optical signals that carry digital datastreams representing various types of information.

Network link 720 typically provides data communication through one ormore networks to other data devices. For example, network link 720 mayprovide a connection through local network 722 to a host computer 724 orto data equipment operated by an Internet Service Provider (ISP) 726.ISP 726 in turn provides data communication services through the worldwide packet data communication network now commonly referred to as the“Internet” 728. Local network 722 and Internet 728 both use electrical,electromagnetic or optical signals that carry digital data streams. Thesignals through the various networks and the signals on network link 720and through communication interface 718, which carry the digital data toand from computer system 700, are exemplary forms of carrier wavestransporting the information.

Computer system 700 can send messages and receive data, includingprogram code, through the network(s), network link 720 and communicationinterface 718. In the Internet example, a server 730 might transmit arequested code for an application program through Internet 728, ISP 726,local network 722 and communication interface 718.

The received code may be executed by processor 704 as it is received,and/or stored in storage device 710, or other non-volatile storage forlater execution. In this manner, computer system 700 may obtainapplication code in the form of a carrier wave.

In the foregoing specification, embodiments of the invention have beendescribed with reference to numerous specific details that may vary fromimplementation to implementation. Thus, the sole and exclusive indicatorof what is the invention, and is intended by the applicants to be theinvention, is the set of claims that issue from this application, in thespecific form in which such claims issue, including any subsequentcorrection. Any definitions expressly set forth herein for termscontained in such claims shall govern the meaning of such terms as usedin the claims. Hence, no limitation, element, property, feature,advantage or attribute that is not expressly recited in a claim shouldlimit the scope of such claim in any way. The specification and drawingsare, accordingly, to be regarded in an illustrative rather than arestrictive sense.

What is claimed is:
 1. A method, comprising: receiving, at a mediadevice, a video content stream from a first remote server; duringplayback of the video content stream on a display screen of the mediadevice displaying the video content, receiving, at the media device, acommand tag transmitted by the first remote server, wherein the commandtag comprises at least one instruction to perform an action at the mediadevice; selecting, by the media device, a branded icon from a pluralityof branded icons stored at the media device; generating a brandedinteractive element, based on the command tag, including the selectedbranded icon, wherein a graphic of the branded icon is selected based ona graphic reference number of the command tag; causing simultaneousdisplay, on the display screen of the media device displaying the videocontent, of the branded interactive element and an indication of anaction associated with the command signal, wherein the simultaneousdisplay of the branded interactive element and the indication isassociated with a time duration specified by the command tag; inresponse to receiving a user command selecting the branded interactiveelement during the display of the branded interactive element within thetime duration, selecting a particular action to be performed by themedia device related to one or more video content items, the actionselected based on the command tag; and causing performance of the actionat the media device.
 2. The method of claim 1, wherein selecting theparticular action comprises checking data in the one or more commandtags for identification of the particular action.
 3. The method of claim1, wherein the particular action comprises sending user information toan advertiser as lead generation data.
 4. The method of claim 1, whereinthe particular action comprises requesting additional informationrelated to the one or more video content items associated with theselected branded interactive element from a service provider.
 5. Themethod of claim 1, wherein the particular action comprises downloadingcontent.
 6. The method of claim 1, wherein the particular actioncomprises displaying additional information related to the one or morevideo content items.
 7. The method of claim 1, wherein the particularaction comprises scheduling one or more content recordings.
 8. One ormore non-transitory computer readable storage media storing instructionswhich, when executed by one or more processors, cause: receiving, at amedia device, a video content stream from a first remote server; duringplayback of the video content stream on a display screen of the mediadevice displaying the video content, receiving, at the media device, acommand tag transmitted by the first remote server, wherein the commandtag comprises at least one instruction to perform an action at the mediadevice; selecting, by the media device, a branded icon from a pluralityof branded icons stored at the media device; generating a brandedinteractive element, based on the command tag, including the selectedbranded icon, wherein a graphic of the branded icon is selected based ona graphic reference number of the command tag; causing simultaneousdisplay, on the display screen of the media device displaying the videocontent, of the branded interactive element and an indication of anaction associated with the command signal, wherein the simultaneousdisplay of the branded interactive element and the indication isassociated with a time duration specified by the command tag; inresponse to receiving a user command selecting the branded interactiveelement during the display of the branded interactive element within thetime duration, selecting a particular action to be performed by themedia device related to one or more video content items, the actionselected based on the command tag; and causing performance of the actionat the media device.
 9. The one or more non-transitory computer readablestorage media of claim 8, wherein selecting the particular actioncomprises checking data in the one or more command tags foridentification of the particular action.
 10. The one or morenon-transitory computer readable storage media of claim 8, wherein theparticular action comprises sending user information to an advertiser aslead generation data.
 11. The one or more non-transitory computerreadable storage media of claim 8, wherein the particular actioncomprises requesting additional information related to the one or morevideo content items associated with the selected branded interactiveelement from a service provider.
 12. The one or more non-transitorycomputer readable storage media of claim 8, wherein the particularaction comprises downloading content.
 13. The one or more non-transitorycomputer readable storage media of claim 8, wherein the particularaction comprises displaying additional information related to the one ormore video content items.
 14. The one or more non-transitory computerreadable storage media of claim 8, wherein the particular actioncomprises scheduling one or more content recordings.
 15. An apparatuscomprising: one or more processors; a memory; a display screen; and oneor more computer-readable storage media storing instructions which, whenexecuted by the one or more processors, causes the apparatus to: receivea video content stream from a first remote server; receive, duringplayback of the video content stream on the display screen, a commandtag transmitted by the first remote server, wherein the command tagcomprises at least one instruction to perform an action; select abranded icon from a plurality of branded icons stored in the memory;generate a branded interactive element, based on the command tag,including the selected branded icon, wherein a graphic of the brandedicon is selected based on a graphic reference number of the command tag;cause simultaneous display, on the display screen, of the brandedinteractive element and an indication of an action associated with thecommand signal, wherein the simultaneous display of the brandedinteractive element and the indication is associated with a timeduration specified by the command tag; in response to receiving acommand selecting the branded interactive element during the display ofthe branded interactive element within the time duration, select aparticular action to be performed by the apparatus related to one ormore video content items, the action selected based on the command tag;and cause performance of the action.
 16. The apparatus of claim 15,wherein selecting the particular action comprises checking data in theone or more second command tags for identification of the particularaction.
 17. The apparatus of claim 15, wherein the particular actioncomprises sending user information to an advertiser as lead generationdata.
 18. The apparatus of claim 15, wherein the particular actioncomprises requesting additional information related to the one or morevideo content items associated with the selected branded interactiveelement from a service provider.
 19. The apparatus of claim 15, whereinthe particular action comprises downloading content.
 20. The apparatusof claim 15, wherein the particular action comprises displayingadditional information related to the one or more video content items.21. The apparatus of claim 15, wherein the particular action comprisesscheduling one or more content recordings.